Product Marketing Manager
RewindAnywherea month ago
Product Marketing Manager
This role is not about doing demos or presenting product features (although these may sometimes occur). Rather, this role is the glue that binds our product strategy to the tactics we need to drive success in sales and marketing and to achieve results. You are the steel thread that builds go-to-market strategies and executes product launches.
You know our competitors like the back of your hand: what they do today and what they plan to do in the future. You also know our buyers better than they know themselves, including how they make their buying decisions. This isn’t guesswork. You back up strategic insights with market evidence and then use that knowledge to drive the development of positioning and messaging that resonates with buyers and empowers our marketing, partner and sales channels to be successful.
You will collaborate with the demand generation and communications team to develop innovative programs that drive continued demand. The ability to grasp and present our product’s value proposition in a way that clearly articulates how we solve our buyers’ problems is critical to success. You are obsessed with tracking performance and have the data to prove what’s working and what isn’t.
In addition to the marketing team, you will regularly collaborate with product managers, partners and sales channels; it’s a balancing act that requires strong diplomatic skills, including knowing when to push back and when to dive in. You can also expect to:
- Conduct Market Intelligence—be the expert on our buyers, who are they, how they buy and their key buying criteria.
- Understand the competitive landscape—be an expert on our competition and how they are positioned.
- Collaborate with product management and marketing communications to develop product positioning, messaging and content that resonates with our target buyer personas.
- Understand and document our buyer’s journey, including where they get information, and the who, what, when and why behind the decisions they make. Then drive changes to our sales and marketing processes based on what you learn.
- Develop marketing programs for the products you support in conjunction with our marketing team, including key activities and budgets to support the retention of existing customers and the acquisition of new customers.
- Assess the effectiveness of the marketing programs that support your products on an ongoing basis, and report back to the business on required changes.
- Plan the launches of net-new products, features and releases of existing products, and manage the cross-functional implementation of the plan.
- Act as the primary thought leader for the products you support externally, including speaking engagements and written works.
- Understand and support our sales channels; train them on the problems we solve for our buyers and users; develop internal tools and external collateral and teach them how and when to use it.